So you need a new brochure or website… Many businesses just go to a designer and get it done.

I would advise you to stop and plan your new material before you call your designer.

Here are three questions to keep in mind:

1. Who am I trying to attract? Be as specific as you can when describing your target market(s) and ensure your marketing material (ie website, brochure etc) appeals to this market. The more you can appeal to them through imagery, wording (what ‘problems’ are you solving for them), the more they are likely to take notice of your material.

2. What information are my customers looking for? Ensure all relevant information can be found on your promotional material/website. If you can’t fit it all on a brochure (and you’re likely not to!) just redirect them to your website. Give them as much relevant information as possible, including your points of difference (make sure you are different from your competition!), prices, detailed product descriptions, great photos, testimonials, info about your company etc. Provide them with all the information they need to convince them you are selling a great product and for them to make a buying decision.

3. What do I want my customers to do? (I.e. what do you want to achieve with your marketing material?) You may want people to contact you so you can interact with them and start the sales process, you may want them to book or buy your product online, to register for a newsletter, or you may want them to tell you how they found you…

Whatever it is you want them to do, make it easy for them. Provide a call to action on each page. Ensure your contact details are on each page too and make it easy to contact you through email, mobile website (QR code!) an 0800 number or in person.

So, have a look at the questions above and how they apply to your website and other marketing material. The next time you update your brochure or website, ensure the questions above are answered.

Till next week, Marijke

After last week's tip about QR (Quick Response) codes, several people asked me how they could generate one themselves.
I've made a little video on how to do this (free!).
Have a great rest of your week!
Marijke

There has been a lot of debate about QR codes and whether people are using them.

The main issue is that they have been used mostly in the wrong way. Here are the main reasons:

You may see them in brochures and on adverts in the paper. Often though, you have no idea what they will direct you to, so you’re not using them.

I do scan them (out of curiosity) and the majority of the time, they go to the main website of the business that is not even mobile friendly! (i.e. you have to enlarge the text to be able to read it, the site is not optimised for mobile use).

With more people now using the internet on their mobile phones than laptops of computer, QR codes could have very good uses.

I use them with my clients with success.

So no, QR codes are not dead!

Here are a few tips:

-          ALWAYS let people know where the QR code leads them. This could be a website, page with a deal, booking website, sign up form, video, discount coupon, phone number etc.

-          ALWAYS ensure your website is mobile friendly. (if you need help with this, contact us! [email protected] )

-          Include a call to action (scan this code to receive a free gift with your purchase).

-          Test your QR code!

-          The best size is a square inch, best colour is black, and leave a white border around it for easy scanning.

-          It’s a great way to track campaigns!

PS: Check out the video below - what a cool way to use QR codes!!
Have a great rest of your week!

Marijke

Do you remember way back in September last year, I posted the article on viral marketing and the video about Denver, the Guilty Dog? The video had 29 million visitors at that stage. This has now grown to over 33 million.

I thought the cat snack manufacturer (Friskies) would have capitalised on the publicity of their product (and they've probably tried...), but something else has happened that is now making money for the makers the video. It's very clever!

Check out the video again. Towards the end of the video, you'll see a link appear at the top left of the video.

This is a great example of a product development initiative as a result of viral marketing. What do you think?

Till next week, Marijke
(PS Sorry about this tip being late! We had 2 Marketing Planning Bootcamps in Te Anau and Queenstown this week that kept us very busy!)